Promotional Plan
Dolce & Gabanna Promotion Plan
Campaign name and type: D&G High Lights (Exclusive/Privilege Card) Phase I
Launch date:
Campaign phase and running period: Phase 1 – Introductory (subject for evaluation), Phase II – full implementation (subject to evaluation results and customer response). Phase I will be implemented for 3 months observational period.
Primary Purpose or Objective: The objective of the campaign is to introduce a luxury membership club that comes with a privilege card. It is aimed to keep brand patronage among existing customers and gain new ones by means of providing perks and exclusive members-only offers through point system and rewards program (Booker, 2012). In addition, the campaign also aims to increase brand visibility by reinforcing status as brand a luxury brand. In addition, the campaign will also be used as a platform to target specific audience for future campaigns.
Intended Results
- The campaign aims to gain new customers from increased inquiries and store visits where the customers visiting the store will be introduced to the campaign for greater customer advantage.
- Increase customer patronage by providing added value to customer experience through rewards. The existing the D&G patrons will be captured and remain loyal to the brand due to premium offers that ranges from clothing, perfume and, other apparel products that can be acquired by the customer at no cost using only the reward points.
- Increase sales through higher discounts, and more flexible promotional offers by means of increasing store traffic. Increasing store traffic is imperative in building customer prospects, the more customers entering the store, the higher the possibility for increase in transaction volume.
Specific Tactics
- Promote a D&G exclusive membership club that comes with a privilege Gold Card
- Each card holder will enjoy higher store discounts on all items
- Each purchase will earn points that can be accumulated and used to pay for future purchases, exchanged for in-store items and or any item of choice indicated in the rewards list.
- The earned points can also be used as discount pass in partner brands such as hotel accommodation, resorts, other establishments unrelated to D&G’s business.
(Note: Prices may vary according to supplier and may change without prior notice. The quantities indicated in the matrix are based on store count of 210 based on D&G declared number of stores (Dolcegabbana.com, 2014). The estimated target of 100,000 cards and mailers for issuance is a start-up volume, which is subject to increase depending on promotional demand and responses after campaign evaluation).
Key Messaging (key points communicated to customers)
- Earn points for perks and rewards
- Higher discounts for all club members
- Free pass to all D&G sponsored events
Desired Buyer’s Response
The anticipated response from the buyer’s is greater interest towards the brand; recognize the brand’s high-end characteristic due to club exclusivity, and greater interest to D&G products because of the higher discounts and added privileges (DiUlio, 2010). The campaign leverage on customer curiosity where customers are encouraged to leave an email address where information regarding the campaign will be disseminated apart from the dedicated functions integrated into the website and the D&G mobile app.
Offer/Call to Action
The prospects are expected to do online and in-store inquiries regarding the mechanics of the offer after seeing the campaign. Interested customers can be offered to sign up or receive information about the campaign by providing an e-mail address. Each information kit sent electronically comes with a one-time discount coupon code that can be redeemed upon signing up. The emailed information kit will also include a printable version of the sign-up form or a link to D&G website where a landing page will be dedicated for the campaign. It campaign anticipates higher in-store and online store visits.
References
Booker, A. (2012, December 1). What Luxury Brands Should Learn From Dolce & Gabbana's Hong Kong PR Disaster. Retrieved March 18, 2014, from http://www.forbes.com/sites/china/2012/01/12/what-luxury-brands-should-learn-from-dolce-gabbanas-hong-kong-pr-disaster/
DiUlio, N. (2010, January). A Successful Loyalty Program Fosters A Long-Term Relationship With The Customer - QSR magazine. Retrieved March 18, 2014, from http://www.qsrmagazine.com/consumer-insights/key-loyalty
Dolcegabbana.com (2014). Dolce&Gabbana - The Group. Retrieved March 18, 2014, from http://www.dolcegabbana.com/corporate/en/group/profile.html
